Gonzo marketing

In advertising nowadays, there are pop-up ads, web-based minifilms, and product placements.

Then there is Joe DiPesa.

DiPesa, owner of Windows America in Hanover, realized last fall that in this challenging retail economy he needed to somehow draw more customers to his store.

So he began a Monday morning ritual of dressing in costume and bouncing up and down on a trampoline for two hours outside his building, in rain, snow, or shine.

The 44-year-old Hingham resident has dressed as Captain America, Batman, even Wonder Woman and Dorothy from the Wizard of Oz, for which he made the red slippers himself.

At first, drivers seemed annoyed by his roadside showboating, making impolite gestures as they drove by. But now, DiPesa estimates that 5 to 8 percent of his sales can be traced to referrals stemming from the buzz surrounding his antics. His location, on busy Route 53, has certainly helped. ``The word of mouth is unbelievable," he said. ``Everybody on the whole strip knows of my company now, because of me being out there."

Of course, the added revenue is not the only benefit of his time on the trampoline, a gift from his children.

``It's a fantastic workout, jumping up and down on a trampoline for two hours," DiPesa said.

ELIZABETH RAFTERY